Abstract

This paper specifies proposition of mystery shopping as a complimentary method along with customer surveys. It focuses on the antecedent of mystery shopping- observational methods. This paper addresses the gap in the existing research on mystery shopping. It covers customer surveys and observational methods of research. It also covers the existing academic research on mystery shopping and the application of mystery shopping by corporates. Subsequently, drawing on the existing literature, it discusses the validation of mystery shopping. It also outlines the implications of this research for future research and practice.